Market research companies are a kind of service-oriented enterprises whose main business is market research, and their customers are mainly all kinds of enterprises, government agencies, social organizations and so on that need to conduct market research. The core competitiveness of a market research company lies in its ability to provide high-quality, efficient and high-value market research services to meet the different needs and expectations of customers. The development of market research companies can not be separated from the support of the market and customers, therefore, how to expand the market and customers of market research companies is a problem worthy of attention and discussion.

1. Market Research Company's Internal Factors

The internal factors of a market research company mainly include its strategic positioning, business scope, service quality, human resources, technical ability, innovation ability, brand image, etc., which directly affect the competitiveness and attractiveness of the market research company, thus affecting the market research company's market and customer expansion. Market research companies should reasonably determine their strategic positioning according to their own advantages and disadvantages, as well as market needs and changes, define their target markets and target customers, choose suitable business scope and service mode, improve their service quality and customer satisfaction, cultivate and retain excellent talents, improve their technical ability and innovation ability, and shape and maintain a good brand image, so as to improve the internal strength and external reputation of the market research company, increase the market share and customer loyalty of the market research company.

Specifically, market research companies can take some of the following measures:

Market research companies should determine their strategic positioning based on the scale, structure, characteristics, trends, etc. of the market, whether to focus on a certain market segment or a certain industry, or to involve multiple markets or multiple industries, whether to provide standardized services, Or to provide customized services, whether to pursue economies of scale, or to pursue differentiated advantages, price as a means of competition, or quality as a means of competition, etc. Market research companies should choose appropriate market pricing, market channels, market promotion, market cooperation and other strategies according to their strategic positioning to adapt to market needs and changes and improve the market competitiveness and market adaptability of market research companies.

Market research companies should determine their business scope according to customer needs, expectations, satisfaction, etc., whether to provide a single market research service, or to provide diversified market research services, whether to provide basic market research services, or to provide high-end market research services, whether to provide traditional market research services, or to provide emerging market research services, and so on. Market research companies should choose appropriate service processes, service standards, service quality, service innovation and other strategies according to their business scope to meet customer needs and expectations and improve the service level and service value of market research companies.

Market research companies should determine their human resource strategies based on the scale, structure, quality, and capabilities of human resources, whether it is quantity-oriented, quality-oriented, cost-oriented, or benefit-oriented, and stability. As the goal, or development as the goal, and so on. Market research companies should choose appropriate strategies such as talent recruitment, talent training, talent motivation, talent evaluation, and talent retention according to their human resource strategies to cultivate and retain outstanding market research talents and improve the human resource level and human resource efficiency of market research companies.

Market research companies should determine their technical strategy based on the development, change, application, etc. of technology, whether to follow the principle or to take the lead, whether to introduce the way, or to innovate, whether to be conservative or open, and so on. Market research companies should choose appropriate strategies such as technology introduction, technology innovation, technology cooperation and technology sharing according to their technology strategies, so as to enhance and utilize advanced market research technologies and improve the technical capabilities and advantages of market research companies.

Market research companies should determine their innovation strategy based on market changes, competitive pressures, customer needs, etc., whether to improve as the direction, or to break through as the direction, to increase as the goal, or to subvert as the goal, and to be internally Driven, externally driven, and so on. Market research companies should choose appropriate innovation models, innovation methods, innovation projects, innovation mechanisms and other strategies according to their innovation strategies in order to realize and promote the innovation of market research and improve the innovation ability and innovation effect of market research companies.

Market research companies should determine their brand strategy based on customers' cognition, feelings, trust, etc., whether to focus on popularity or reputation, based on tradition, based on modernity, and characterized by professionalism., Is it characterized by personality, etc. Market research companies should choose appropriate brand positioning, brand communication, brand maintenance, brand upgrading and other strategies according to their brand strategies to shape and maintain good market research brands and improve the brand influence and brand value of market research companies.

External Factors of 2. Market Research Companies

The external factors of a market research company mainly include its market environment, customer behavior, competitors, partners, etc., which indirectly affect the competitiveness and attractiveness of the market research company, thus affecting the market and customer expansion of the market research company. Market research companies should adjust their market strategies and service strategies in a timely manner according to the changes and influences of external factors in order to respond to market challenges and opportunities and improve the market sensitivity and market responsiveness of market research companies.

Specifically, market research companies can take some of the following measures:

Market research companies should pay attention to and analyze changes in the market environment, including changes in politics, economy, society, technology, law, ecology, etc., and the impact of these changes on the market research industry and market research companies. Market research companies should adjust their market strategies in a timely manner according to changes in the market environment, such as market positioning, market analysis, market forecasting, market entry, market exit, etc., in order to adapt to changes in the market environment, seize the opportunities of the market environment, and avoid the risks of the market environment.

Market research firms should pay attention to and analyze changes in customer behavior, including changes in customer needs, preferences, satisfaction, loyalty, participation, and dissemination, and the impact of these changes on market research firms. Market research companies should adjust their service strategies, such as service design, service delivery, service evaluation, service improvement, service recovery, etc., according to changes in customer behavior, to meet changes in customer behavior, increase the positive impact of customer behavior, and reduce the negative impact of customer behavior.

Market research firms should pay attention to and analyze the situation of competitors, including the number, size, type, characteristics, strengths, weaknesses, strategies, dynamics, etc. of competitors, and the impact of these situations on the market research firm. Market research companies should adjust their competitive strategies in a timely manner, such as competitive positioning, competitive analysis, competitive advantage, competitive response, competitive cooperation, etc., according to the situation of competitors, in order to respond to the situation of competitors and improve the competitiveness and competitive advantage of market research companies.

Market research companies should pay attention to and analyze the situation of partners, including the number, type, characteristics, relationship, value, contribution, etc. of partners, and the impact of these situations on the market research company. Market research companies should adjust their cooperation strategies in a timely manner according to the situation of their partners, such as cooperation options, cooperation objectives, cooperation content, cooperation methods, cooperation evaluation, cooperation maintenance, etc., in order to take advantage of the situation of their partners and improve the effectiveness and value of their cooperation.

In a word, how to expand the market and customers of the market research company is a complex problem involving many factors, which requires the market research company to analyze and formulate strategies from both internal and external aspects in order to improve the market and customer development ability and effect of the market research company. Taking Shangpu Consulting Group as an example, this paper discusses the market and customer development of market research companies, hoping to provide reference and enlightenment for the development of market research companies.